Bayer has appointed Interpublic Group as its global agency partner for creative, production and media across its consumer health division, consolidating marketing for brands including Aspirin, Bepanthen, Claritin and Canesten under a single network. The move signals a shift toward a more integrated and tech-enabled model, with Bayer aiming to balance personalisation and efficiency at scale. The new structure is designed to leverage GenAI tools and data-driven creative to better engage consumers across markets, while maintaining local relevance. “Our new agency model addresses two competing forces in today's marketing landscape - the need for more connection and individuality alongside greater efficiency and automation,” David Evendon-Challis, Consumer Health Division, Bayer, said. “IPG understands how data, AI and creative must converge in this new era.”The partnership is expected to go live on 1 January following a transition period.